An Autoethnographic Approach to Examining Electronic Retail Development

Autoethnographic approaches to doing research in retailing are rare. Through the researcher reflecting on and analysing her own personal experiences as a fashion retail store proprietor, this study reconstructed the process of her strategic decision making with regard to moving from selling fashion goods via an independent high street store to selling online. The study is concerned with the issues surrounding the adoption of e-commerce. In doing so, the study reviewed the various development models that exist within e-commerce literature, and in particular, examined the extent to which a retailer adoptions an evolutionary and linear approach to developing a web site. Hence the study’s contribution to advances in retailing is in the field of strategic decisions pertaining to electronic retailing. Specifically the aim of the study was to either confirm or adjust the models within e-commerce literature that describe the internet adoption process. Through the adoption of an autoethnographical approach, the study acknowledges that there is a complex interdependency between the researcher and the researched and thereby utilizes subjective experience as an intrinsic part of the research process. This is achieved through offering the retail proprietor’s ‘insider’ perspective based upon both self narratives and self observations. Whilst the author’s acknowledge that the subject of the study needs to be examined in a broader sense, beyond the self generated data presented in the study, they argue that such self introspections can be considered as a basis of useful, albeit non-scientific, knowledge in itself. In this study the intention is to use the data as a means of generating hypotheses which will be tested in a future study by a more traditional research technique. This study is a work in progress.